telling the army story · 2018. 3. 22. · telling the army story: engaging the americanpeople. why...
TRANSCRIPT
2018
TELLING THE ARMY STORY:ENGAGING THE AMERICAN PEOPLE
Why do we need to communicate to the American people?
Purpose2
• The American people grant us the autonomy to use force to provide for their common defense because they trust us (ADP-1)
• The all-volunteer force is our greatest strategic asset (ADP-1)
• The support of the American people hasbeen, and will remain, paramount to oursuccess (ADP-1)
• Direct engagement with people has always been, and remains, a core strength of the United States Army (ADP-1)
Today’s Communication Environment
Despite civilians’ widespread admiration for troops, there’s little overlap between their worlds.
Congress with lowest rate of military service authorizedtoday’s wars, led by four presidents with no active dutyexperience.
One-half of 1% of U.S. population enlist – lowest rate since between World War I and II.
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STRATEGIC MESSENGEREXCITE AND INSPIRE
ASCCs & DRUs
USARECTAGs
Reserve Ambassadors
CASAs
Army Marketing Research
MSO / Group VSO
Corps of Engineers
Army Bands
Soldier forLife
National ArmyGuard Reserve Bureau
STRATEGIC MESSAGES
Distributed via CPA SENDS
AUDIENCES
Youth (17-24)
NationalCapitalRegion
Internal ArmyAverage
American Adults
Community/ Business/
Key Influencers
TRADOCFORSCOM
AMCHQDA
Army Communications Enterprise4
STRATEGIC MESSAGES
Distributed via CPA SENDS
Secretary of the Army’s Priorities
Messages to Deliver5
FOCUSED
• #1 READINESS – ensuring the Total Army is ready to deploy, fight, and win
• #2 MODERNIZATION – overmatch in future conflicts
• #3 REFORM – improving the way we do business
ENDURING
• PEOPLE – the Army’s greatest asset
• VALUES – commitment by all to the Army Values
• ALLIES / PARTNERS – strengthening alliances and attracting new partners
WHERE DO MOST AMERICANS LIVE?WHO ARE WE NOT REACHING?WHERE CAN WE BE EFFECTIVE?
NATIONAL CAPITAL REGION
INTERNAL ARMY
YOUTH (17-24)
COMMUNITY AND BUSINESS INFLUENCERS
AMERICAN ADULTS
Meet YourArmy6
ANALYZE | PRIORITY CITIES
NORTHEAST• ALBANY, NY• NEW YORK CITY• PHILADELPHIA, PA• RICHMOND, VA
WEST• SACRAMENTO, CA• LOS ANGELES, CA• PHOENIX, AZ
WHERE DO MOST AMERICANS LIVE? WHO ARE WE NOTREACHING?WHERE CAN WE BE EFFECTIVE?
SOUTH• OKLAHOMA CITY, OK• BIRMINGHAM, AL
RESEARCH PLANNING IMPLEMENTATION EVALUATIONPLAINS & MIDWEST• CINCINATTI, OH• DES MOINES, IA• ST. LOUIS, MO• KANSAS CITY, MONORTHWEST
• PORTLAND, OR
2018
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RESEARCH PLANNING IMPLEMENTATION EVALUATION
SACREMENTO, CA
CITY SNAPSHOTINTERNAL ARMY COORDINATIONMESSAGE
DEVELOPMENT
IDENTIFY CITY
EVENT COORDINATION
PLANNING PROCESS
STRATEGIC MESSENGER
STRATEGIC MESSENGER COMPATIBILITY:
Itinerary
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STRATEGIC MESSENGER COMPATIBILITY:
MG Coburn & MG Snow• TV – Fox 19 Early Moring Show (Cincinnati’s #1 morning show)• Engaged over 1,000 Western Hills High School students• Engaged over 50 Students at Xavier ROTC, Cadets and Cadre also attended KCC engagement• Engaged over 600 Students at Indian Hill High• Guest Speaker at Cincinnati Rotary Club Luncheon with over 200 people• Bill Cunningham radio show• Engagement w/ 125 Univ. of Cincinnati Business Students ROTC Cadets, Business Students, Faculty, and President• Engaged 250 local Civic and Business leaders at Kenwood Country Club
Meet Your Army: Cincinnati, January 20182,025 People Engaged
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Ms. Kat SmithMeet Your Army Team Chief
(703) 697-5975
@USArmy
@USArmy